BU352 Chapter 4: BU 352 Chapter 4
Document Summary
Represents the steps consumers go through before, during and after making purchases. Occurs when consumers recognize they have an unsatisfied need and want to go from their needy state to a different, desired state (ex. Being hungry and wanting to not be hungry) Functional needs pertain to the performance of a product or service. Psychological needs pertain to the personal gratifications consumers associate with a product or service. (ex. People paying for a shoe is seeking a way to satisfy psychological needs even though they provide a functional need of just keeping feet clean and protecting them) Key to successful marketing is determining the correct balance of functional and psychological (cid:374)eeds that (cid:271)est appeal to the fi(cid:396)(cid:373)s" ta(cid:396)get (cid:373)a(cid:396)kets. Internal search for information the buyer examines his or her own memory and knowledge about the product/service gathered through past experiences (ex. Choosing a certain store based on your cravings)
